Why not break Amazon through regulatory power instead of total population tracking?
I also don't buy the small local business argument. If a local bakery wants to reach me, they can put a sign or do a promotion like giving a free cookie with the coffee on my way to work. It will also benefit the local community instead of a soulless corporation in SV.
When there's no Facebook, there's no FB for all of these bakeries. I don't die out of hunger because I failed to see targeted ad, instead I look at the maps or walk around and find the shops or ask a friend for a recommendation. The bakeries can excel in quality, have amazing prices etc. to reach me, like the old days.
An optimised version of FB's business is one where all the 3 bakeries in my neighbourhood give all their margin to FB in attempt to sell me cookies. Even better for FB if they optimize their cookies for lowest possible quality, just enough that the ads can drive me to buy one.